The Swedish retailer has just launched their latest underwear campaign, but instead of hiring professional fashion models, they enlisted their own employees.

In the image, the women are wearing jeans and bras, so as to show off the line, and their hair and makeup is left natural. And though they may not be professional models, you'd never be able to tell; each woman looks absolutely stunning.

The women are also featured on the website and in an accompanying video, making the campaign a lot more personal than we're used to (which is awesome!). It's also nice to see models of different sizes (though, we admit it's not a huge range) in their products.